Retail Design That Redefines: House Of Dior, Seoul

It’s been two years since Christian Dior announced the opening of its flagship Dior Boutique in Seoul, and still we’re transfixed by the innovative and sculptural design of the building.

Nestled in the heart of Koreas Cheongdam-dong, Gangnam-gu district, the unique building was designed by the award-winning French architect and urban planner Christian de Portzamparc. Inspired by the high fashion creations of Dior, the six-story Boutique took four years to complete, from design to construction.

“I wanted the building to represent Dior and to reflect Christian Dior’s work. So I wanted the surfaces to flow, like the couturier’s soft, woven white cotton fabric. These surfaces, which soar into the sky and undulate as if in motion, crossed by a few lines, are made from long moulded fiber glass shells, fitted together with aircraft precision.

In Seoul, where the quadrangular buildings align with the avenue, and which are all occupied by leading international fashion labels, the building stands out like a large sculptural tribute to Dior, inviting everyone to step inside,” said de Portzamparc.

Housed inside the Boutique are Dior’s accessories, fine jewellery, watches, womenswear, shoes and menswear, as well as a VIP Lounge, Gallery and Cafe Dior operated by French pastry chef Pierre Hermé.

Complementing the lavish interior design by Peter Marino is a carefully curated group of artworks by some of the world’s leading contemporary artists. On entering the building, between the folds of its towering white sails, two intricate benches of woven branches and leaves created by the French sculptress Claude Lalanne take pride of place. In reception, six framed drawings by Austrian artist Lucas Zallmann are featured, as is a sculpture by Carmelo Tedeschi.

This unique and world leading Boutique continues to reflects the exclusive world of Dior, from its heritage of timeless elegance to its modern essences of luxury and innovation.